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Ted Baker expands international licencing partnerships

Following these new licence agreements, Ted Baker will have 17 retail licence partners and 20 product licence partners across the globe

Ted Baker has announced it has entered into agreements with Al-Futtaim and PT Mitra Adiperkasa (MAP) as territory licence partners to enhance its digital and asset light growth in the Middle East and North Africa (MENA) and Indonesia.

Following these new licence agreements, Ted Baker will have 17 retail licence partners and 20 product licence partners across the globe.

Al-Futtaim currently has 24 Ted Baker stores and concessions across Bahrain, Egypt, Qatar, Saudi Arabia and UAE. Granting the ecommerce and wholesale rights in addition will bring all revenue streams together in MENA and further strengthen the customer experience of the Ted Baker brand in the region.

Specific benefits to customers will include alignment of pricing and promotions across channels, and an improved eCommerce proposition with shorter delivery times, and ship-from-store and click-and-collect services.

Under the terms of the 10-year agreement which commenced on 16 February 2021, MAP has committed to an “ambitious store” and concession opening plan and will sell via selective online platforms in Indonesia.

This expanded distribution will aim to build brand awareness in the Asian region alongside the five other licence partners and the group’s China JV.

The licence partnerships are also part of the groups three-year transformation plans which have been designed to deliver a more profitable, cash generative and higher return on capital employed business.

Helen Costello, group commercial and business development director at Ted Baker, said: “We are delighted to be signing these agreements with Al-Futtaim and MAP. Having worked with the Al-Futtaim team for many years, we know they have an excellent understanding of Ted Baker and our customers.

“MAP is the leading retail expert in Indonesia, and they have the right team and experience in place to build on the strong foundations that are already in place. It is a testament to the strength of our brand that we continue to partner with the leading experts in their relevant categories across the world.”

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